SPECIALTY ADVERTISING

"Giveaways" -- the pencils, pens, buttons, calendars and

refrigerator magnets you see everyday -- are called "Specialty

Advertising" in the advertising business.

 

Chances are, you have some specialty advertising items right

at your desk. Businesses imprint their name on items and give them

away (or sometimes sell them at very low cost) in order that:

 

* You notice their name enough times on the item to build "top-of-the-mind" awareness.
So when you need a restaurant, for instance, you think of their name first.

* You appreciate the goodwill of the company giving you the item and eventually
return the favor by giving them some business.

 

These are both long-term advertising investments that can take

months or years to turn into actual sales.

 

First, select the best item that would tell your story most

effectively. While an accountant can give away an inexpensive

calculator, the same item may not be ideal for a hairdresser. A

comb or brush might be more appropriate in that case.

 

Second, decide what you are going to say on the item. A

company slogan? Address directions? Since you have a relatively

small area, you must be very concise and direct.

 

Third, figure out your method of distribution. Are you going

to send them to each customer through the mail? If so, how much

will that cost? Will you have them in a big bowl that says "take

one"? Distribution is just as important to consider as buying the item.

 

Just as there are many reputable specialty advertising

professionals in your area, the industry is notorious with a lot of

high-pressure telephone and mail solicitors who often give

specialty advertising a bad name. Don't buy specialty advertising

through the mail without checking the quality and prices with

trusted local representatives first. And, buying specialty

advertising over the telephone is not recommended at all.

 

Specialty advertising is a unique way to generate goodwill and

put your name on items that people remember. But don't do it

unless you have an item and distribution plan that will benefit

your business.

 

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